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The Three Basic Types of Logo Designs
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When you look through your file of sample logos, you ll notice three basic types of logo design: The logotype design The illustrative logo design The symbolic logo design
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The Logotype
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The logotype design is a logo based on text only. Although seemingly easy to create, intense thought goes into even the simplest logotype designs. eBay, Dell Computers, and Yahoo! are a few examples of easily recognized logos in this style. Logotypes work best when the font selected embodies the brand. If you want to try this for yourself, revisit the existing font files on your computer, or go back to the font download Web sites, and take a second look at some of the creative fonts used. Reconsider some of the fonts that you found appealing but nixed because you couldn t see an entire business card printed in that typeface. Could your logo be your business name forged in one of these expressive fonts in your signature color If you decide to go this route, be sure to choose an easy-to-read complementary font for other text that appears in your correspondence. For the sake of your customers vision and sanity, use this complementary font for all text other than your business name in the logotype.
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The Illustrative Logo
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The illustrative logo uses a figural or representative image as part of the logo design, usually in combination with the business name. For example, an eBay bookseller may naturally gravitate toward an image of an open book as
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Putting a Face on Your eBay Brand
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part of an illustrative logo. Some examples of well-known illustrative logos are Apple Computer, the National Basketball Association (NBA), and Starbucks. If you are artistically inclined, go ahead and create your own logo illustration. Copyright-free clip art is another possibility for logo images, but it should be chosen with extreme care. Most available clip art positively screams I am clip art! and using it for your logo can seem trite and cheesy, unless you choose an absolutely perfect match for your business. Again, some things are best left to the pros, so if you truly lack artistic skill, hire a graphic designer.
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Symbolic Logos
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Symbolic logos employ abstract designs or images that connote a basic feeling about a business. Swooshes and circles are popular in logo design for their feeling of movement. The Nike Swoosh logo is the classic example. Stylized initials and letters also make great abstract symbols to use as a logo. Walk into any parking lot and you ll find dozens of symbolic logos as hood ornaments Mercedes-Benz, Toyota, Saturn, BMW. We all know them by sight, without having to read the manufacturer s name. Figure 3-2 shows a variety of logos in different formats that are currently in use on eBay. Consider these basic formats and the elements you wish to include in your logo design. Start with a pen and paper and sketch out as many possibilities and variations as you can imagine. Sleep on it, and then sketch some more. Share your logo musings with your friends for feedback second and third opinions offer a lot of insight. From here, you ll be able to build your own logo or pass on your sketches to a professional designer so she can turn it into something wonderful.
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Further Considerations to Your Logo Design
Once you ve established the elements you want to include in your logo and mapped out your basic design, you should make a few additional design considerations. If you re going to create a logo yourself, you ll need to have access to image-editing software such as Adobe Illustrator or PhotoShop. Even if you use a creative font for a logotype design, you ll still need to use such software to convert this into either a .jpg or .gif image file for use on the Web, and .tif or .eps for print applications. Consider your logo s size and scalability. You ll need to make the image smaller or larger for use in different formats. Crisp, uncomplicated lines work best. Keep illustrative designs simple so details don t get lost when you scale it down to business card size. Also consider your file resolution. You want to have a higher resolution file for clarity when printing and lower resolution (72 dpi) for quick downloads on the Web.
Figure 3-2 Shown here are logos used by eBay sellers. Represented are logotype, illustrative, and symbolic logos.
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